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INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES Chapter 1 Internet Marketing Enters...
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Transcript of INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES Chapter 1 Internet Marketing Enters...
INTERNET MARKETING:INTEGRATING ONLINE AND OFFLINE STRATEGIES
Chapter 1
Internet Marketing Enters the Mainstream
2
THE INTERNET IS CHANGING THE WAYWE LIVE AND WORK
In What Ways?
3
EVOLUTION OF THE INTERNETSlow Growth from 1957 Through 1990
• 1950s: The Cold War spawns the ARPAnet
• 1960s and 70s: Slow growth—limited to scientists and researchers around the world
• 1980s: TCP/IP; National Science Foundation operated the backbone, banned commercial traffic
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EVOLUTION OF THE INTERNET1990s Through Present: Boom to Bust to Stable Growth
• 1991: Gopher and HTML
• 1993: Mosaic
• 1995: Yahoo!
• Throughout the 1990s: Venture Capital Dollars Chasing Untried Business Models
• 2000 and 2001: Business Failures and Disappearance of Market and Venture Capital
• 2004 On: Rapid Growth in Users, Content, and Sales (B2C and B2B); Emergence of New Players Like Google
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CONTINUED EVOLUTION – WEB 2.0
• The Web As Common Platform
• Collaborative Knowledge Creation, Sharing Links, Mashups, Blogs, Podcasts, Social
Networks And Many Others
• Rich User Experiences
6
SABRE
From An Efficient Internal SystemTo A Successful Information Product
• 1950s and 60s - Used to Support American Airlines Operations
• 1970s - Deployed Into Travel Agencies• 1980s - Customers Allowed Network
Access• 1990s - Travelocity and GetThere• 2000 - Spun Off As Independent
Company
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INTERNET PLAYS A ROLE IN THE LIVES OF A MAJORITY OFAMERICANS
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Consumers Use The Internet
For Many Reasons.
The Primary Ones Are
Communication
Information
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HOW ARE TRADITIONAL BUSINESSES USING THE INTERNET?
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NET PLAYS INCREASINGLY LARGE, STRATEGIC ROLE IN MARKETING
11
Internet Marketing Is Increasing Because
It Can Be Precisely Targeted
Cost is Low Relative To Other Channels
It Is Measurable And Can Be Held Accountable For ROPI
12
UNIQUE CHARACTERISTICS/BENEFITS
• Common Platform• Perfect Information• Global• Interactive• Distance Is No Longer Relevant
Size Is Relevant To Brand Strength and Resources
• Always On• Many-to-Many
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EFFECT ON BUSINESS PROCESSES
• Cost
• Quality
• Customer Access
• Choice
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TRANSFORMATIONAL CHANGE
The Overall Effect of the Unique
Characteristics of the Internet
is an
Important Shift of Power/Control
TO THE CUSTOMER.
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THE INTERNET MARKETING PARADIGM
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THE GENERIC OBJECTIVES
• Customer Acquisition
• Customer Conversion
• Customer Retention
• Customer Value Growth
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THE MARKETING INPUTS
• Internet Business Models
• Interactive Channels Websites, Email, Wireless, Misc.
• Offline Channels Mass Media, Events, Sponsorships, PR
• Social and Regulatory Issues
18
THE MARKETING ACTIONS
• Advertising and Promotion Direct Response Brand Development
• E-Commerce
• Customer Service and Support
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INTERNET INFRASTRUCTURE STACK
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INCREASED PRODUCTIVITY
Moore’s Law
Metcalfe’s Law
Computing Power Doubles; Cost is Cut in Half
Power of the Network Increases Geometrically
With Each New Connection
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STRATEGIC DRIVERS OF THE INTERNET ECONOMY
1. Information Gives Greatest Value Added
2. Distance No Longer Matters
3. Speed Is Of The Essence
4. People Are The Key Assets
5. Growth Is Accelerated By The Network
6. Marketers Can Deal with Customers 1 to 1
7. Demand Can Be Predicted More Accurately
8. Transaction & Coordination Costs Decrease
9. Customers Have Power
10.Economy Characterized by Choice, Abundance
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SUMMARY• Growth and Innovation Continue• Businesses are Taking Advantage of the Unique
Characteristics of the Internet• Key Marketing Objectives
Customer Acquisition, Conversion Retention, Value Growth
• Complex Technological Infrastructure• Strategic Drivers Of The New Information-Driven
Economy• Internet Has Re-Written Many Economic Rules-BUT
Good Business Processes Essential Profitability/ROI Required
• Integral Part of Marketing Activities Traditional/New Economy Large/Small Global/National/and increasingly Local